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Hugo Boss celebrates 30th year in Asia with fashion show

posted 20 May 2012, 01:54 by Mpelembe   [ updated 20 May 2012, 01:55 ]

China-Hugo Fashion Show -- Hugo Boss celebrates 30th year in Asia with fashion show

CCTV BEIJING - Germany's high-end fashion label Hugo Boss celebrated its 30th year in Asia on Saturday, attracting over 1,500 celebrities and special guests to its spectacular fashion show in Beijing, China.

Models, fashion bloggers and other big names attended the release of the Boss Black Fall/Winter collection, with British actress Tilda Swinton stealing the limelight.

"I love Beijing. I was here a couple of years ago. We curated a little film festival. It's a very, very treasured place for me, full of treasures," said Swinton as she graced the cameras.

Saturday night's show kicked off with Boss black's signature style for women, offering a fresh take on classic designs to commemorate its third decade in China. The menswear highlighted the idea of modern luxury, flaunting a new mode of elegance based on urban design.

The event reached its climax when Hong Kong's film legend Chow Yun-Fat strolled down the catwalk. Chow also celebrated his 57th birthday at the event.

"I'm so excited to have done a 3-D-catwalk today, and I could hardly recognize myself in these clothes today," Chow said, who began acting in mainstream films in the mid-1980's.

Night before the show, Hugo Boss opened its flagship store at the China World Hotel , where it offered customers 3-D glasses to watch the show - scheduled for online streaming on the day. The event was also publicized through social media sites including local Sina Weibo, a leading Chinese version of twitter.

"We are working with those very important events like tonight. I believe the Chinese growing story will continue here, also in Hong Kong, Macao and Taiwan," said Hugo Boss Chief Executive Claus-Dietrich Lahrs.

Lahrs added that the brand plans to open about 60 new stores in the Chinese mainland over the next three years, adding to its current 86 stores.

The expansion is part of an effort to boost revenue from Asia to 20 percent of the label's global sales by 2015 from 15 percent last year, he added.

China, currently the third largest market for Hugo Boss, is expected to top the world's luxury market by 2020.

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